Chicago Yacht Club: Redesigning one of the country’s most distinguished yacht clubs’ website

Last month, we finished a major overhaul of the Chicago Yacht Club’s web presence. Here’s an excerpt from our case study.

Since its founding in 1875, the Chicago Yacht Club has been deeply rooted in boating tradition and excellence spanning far beyond the shores of its Lake Michigan home. Team Doejo had the pleasure of immersing ourselves in CYC’s rich yachting culture for a redesign that launched in January 2013.

Through an extensive discovery with project managers Brand Therapy and a backend platform from Club Essential, Doejo explored CYC’s club history, structure and social gatherings. We took in sailing events and powerboat regattas, visited its Belmont and Monroe Harbor locations and observed sailing school classes to see how CYC fulfills its mission to help refocus it. The new site would emphasize the three most valuable assets of one of the most respected yacht clubs in the world: Tradition, Passion and Community.

Organizers at CYC wanted the new site to be photo-heavy with a modern, easily navigable design for members and non-members alike. The site’s tone was to act as a CYC “ambassador,” much like a member of the club would introduce new members to the community.

The new site allows members to review and update their profiles; view statements and payments; see a directory of members; read up on club news, events and philanthropic activities; make dining reservations; access racing registration; and sign up for sailing school, all while providing club history and displaying its range of awards and trophies.